Since the 1980s, MTV has been the core of music videos till the 21^st century. In recent times, conventional techniques for releasing music videos have been altered. Earlier, MTV was the sole platform where all types of music were released, whereas now portable apps and software are competing for launching new music. MTV and YouTube are the two platforms ruling over the world in the Music Video industry. MTV was known for its variety of music videos, and YouTube was famous for its DIY videos. The millennials were fond of the surprise that MTV gave them by playing music videos in random order (Korsgaard, 2017).

Currently, Gen Z is becoming less patient in waiting for their song to play. Hence, the latter prefers a more personalised app in which music videos play according to their choices and playlist. People from former generations used to wait for the classical music video of Miche Gondry to play, whereas now more and more of us enjoy the songs we like on our personalised music video apps and make reels on us (Osborn, 2021). 

Although, the music videos after MTV have strong rhythms and visual effects. It has been claimed that music entertains a person the most. If such intense and robust effects are added to music videos, they tend to create a greater impact on the person. Moreover, the customisable feature of the music videos aids people in engaging in music videos according to their personal experience and their current mood. Music video auteurs like Spike Jonze, FKA Twigs and Micheal Gondry also create positive impacts on music videos, helping the industry move forward for both entertainment and education purposes. Moreover, the aesthetics, editing patterns, narrations and direction have been modified profoundly in the music videos after MTV (Jirsa and Korsgaard, 2019). 

By Hongli Zeng (33657348)

References

Jirsa, T. and Korsgaard, M.B. (2019). The Music Video in Transformation: Notes on a Hybrid Audiovisual Configuration.Music, Sound, and the Moving Image, [online] 13(2), pp.111–122. Available at: https://muse.jhu.edu/article/749745/summary [Accessed 1 Dec. 2022].

Korsgaard, M.B. (2017). Music Video after MTV. Audiovisual Studies, New Media, and Popular Music, 1. doi:10.4324/9781315617565.

Osborn, B. (2021). Interpreting Music Video. New York: Routledge, 2021.: Routledge. doi:10.4324/9781003037576.